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Insights

Opinions with the working shown.

What we have learned running other people's budgets. No thought leadership, no listicles about the death of the funnel.

Influencer Marketing · 16 Aug 2026

Why whitelisting beats organic posting for ROAS

Paying a creator to post reaches their followers once. Paying to run that same post from their handle reaches whoever converts. The difference is usually 3-5x on cost per acquisition.

Kabir Menon · 7 min read

Performance Marketing

The attribution problem every DTC brand ignores

Your platforms are collectively claiming 140% of your revenue. Here is how to stop arguing about which one is lying and start measuring what is actually incremental.

9 Aug 2026 · 8 min

Performance Marketing

Creative volume is the only scaling lever left

Targeting is automated. Bidding is automated. Placements are automated. The one input the algorithm cannot generate for you is the thing most brands still produce four times a month.

1 Aug 2026 · 5 min

Influencer Marketing

What a creator scorecard should actually measure

Engagement rate tells you how much a creator's existing audience likes them. It tells you almost nothing about whether they can sell your product to a stranger.

24 Jul 2026 · 5 min

Industry Trends

The retainer question: what an agency should actually cost

Percentage-of-spend pricing rewards your agency for spending more of your money. Here is how the models compare and when each one is defensible.

15 Jul 2026 · 6 min

Case Studies

Stop launching with one hero creative

A £40,000 hero asset and a launch date is not a media plan. What we do instead, drawn from three DTC launches in the last eighteen months.

7 Jul 2026 · 6 min